OVER 50% OF ADVERTISING RTVE GO AND NO OTHER MEANS TO PRIVATE

More than half of the 520 million euros incoming Spanish TVE advertising, are released into the market after the elimination of this source of funding by the state channel, other channels will be used and not to private schools, according to a study published on Wednesday in Madrid by GroupM. The research examines what will be the target of 20% of spending on television advertising that will absorb the state, causing a chain inflation on television advertising between 80 and 160 million.

"In the raging waters to obtain the necessary coverage, based on targets related to those released by TVE, is lost between 100 and 220 million in advertising revenue that will come on the market. These amounts, combined with inflation estimated at between 5 and 10%, ie between 80 and 160 million, leaving a free 220 to 400 million euros, "says GroupM.

Another consequence of this will be the downfall of the hearings of Telecinco and Antena 3, TVE maintained while its quota, which could even be increased by the lack of publicity and pull Christmas.

"The share of investment means you can change, TV could lose 3 points of market share (falling at 40%) and the Internet could reach 12% of advertising investment (3.4 points)."
June 5, 2009

Intel launches marketing makeover

Intel, the world's biggest chipmaker, will launch a new corporate slogan next week as part of a major rebranding.

The "Intel Inside" phrase is out, and the company will now encourage consumers to "Leap Ahead".

Intel will also change its logo, replacing the one featuring a lowered "e" with one showing an oval swirl surrounding the company name.

The firm wants to re-position itself as providing the technology behind many digital products, not just PCs.

Intel chief executive Paul Otellini is set to unveil the details of the new marketing campaign on 5 January at the giant gadget festival, the Consumer Electronics Show in Las Vegas.

According to the Interbrand consultancy, Intel is the world's fifth most valuable brand, worth an estimated $36bn (£21bn).


Octavi Casas, Cristina Estévez, Marta Romero, Marc Pedrerol

The forecasts of advertising investment in mobile marketing will increase 12%

In 2007 the figure of advertising investment in the marketing mobile was of 11,7 million € in Spain. A year afterwards, in 2008 this figure had increased until the 19,1 millions of € what means a growth of 63%.

The last study Zenthinela, show as the forecast of global advertising investment for this year will suffer a reduction of 17%. However the advertising investment in Mobile Marketing will raise 12% with regard to the previous year according to these experts.

In this context most of the interviewed ones state to have seen publicity when sailing in their mobile| [71,97%]. In general there is a generalized predisposition to make click on this publicity; and like this declares it 57,12% of the interviewed ones that confirm to have done it sometimes if the mark or product was them interesting, [36,38%], when the publicity was showy [16,71%], or for other motifs [6,68%]. Besides, if the users could choose they would opt for advertising contents or contents sponsored by a mark of the world of the leisure and spare time, music and sport.

Laura Codina i Marta Buzón

Crisis en la General Motors

The U.S. car maker General Motors filed its application for bankruptcy as part of a plan led by the government to restructure the troubled company, which has been 100 years service. GM sought legal protection from creditors after they spend months trying to restructure its business plan to become a profitable company. Despite receiving 20,000 dollars government support, GM failed to recover from a sharp drop in car sales. The U.S. government plans to provide an additional $ 30,000 million to help restructure GM through the largest industrial bankruptcy in U.S. history. Senior administration officials say that Obama automaker could be reorganized within a period of 60 to 90 days. The same sources say that the government of the United States will be majority owned by the new company, but do not want to be involved in daily operations.

Carles Honorato

Burgers in exchange for outstanding

This quarter will not return the children home from school when they receive the notes. Pass before the most used by McDonald's. And is that the fast food chain's largest World has launched a marketing campaign to schools on the Happy Meals that gift, toy burger menu included all those who get a small number of good qualities.

McDonald's returns to surprise the International Forum of Marketing with this campaign. And not only us have been perplexed. The criticism of the multinational not been long in coming. The first put the scream in the sky were the organizations, who believe that this initiative promotes bad eating habits in a society affected by childhood obesity. The partnership campaign ads without a child has required the company to withdraw the campaign. For now, McDonald's continues to its guns and will continue giving away hamburgers as an incentive to the best American students. Skip to the bullfighter agreements and strict regulations, but that does not seem to worry the fast-food magnate, who is again in the eye of the hurricane.

Gregorio, Víctor i Raphael.

Zapatero announced the government decree created a fund to rescue banks

The government is preparing a decree to create a fund to help banks and they may have problems. The draft of this decree was sent to the PP leader, Mariano Rajoy, to know their opinion. This in turn suggested a counterproposal. And so it was, revealed as the president of the Government, José Luis Rodríguez Zapatero, in Los Desayunos TVE.


However, the president wanted to alarm subtract your ad by specifying that "Spain has a strong financial system, although some institutions may have problems." Has also recognized that some cases may be difficult to pass, but "the majority will be fine." And for those not well? "We will give support to enable them to work properly but will have to make reforms such as mergers." The truth is that yesterday the leader of the PP in the same program of TVE said that there was this exchange of roles with government to help troubled banks and savings banks. The deficit in Spain will continue this year and next, and will begin declining in 2011 and 2012. "Spain will again meet the Stability of the monetary union to lie again at 3%," according to Zapatero said, a figure five points below the forecast for 2009.


Pol i Mateo